The giant US Mars Group has decided to do away with agents and manage its own brands. through a new branch, Master Food Morocco. "The move is dictated by the growing importance of the Moroccan market, which has a strong potential that remains under-exploited," Mr. Mathew Rigal, director general of Master Food Morocco, told a news conference in Rabat on Monday.

Mars is present in 70 countries. Morocco is the second African destination of the group after South Africa, where it already has production units.

The new branch will at first concentrate on marketing and will carry out feasibility studies on starting production units, the official said. He added that indications in this connection are "very promising." The Moroccan branch will be launched with a small capital injection of $20,000, paid by the mother company.

The American group has been operating since the 1920's, when its founder used to sell chocolates made by his mother. Despite its expansion the group has remained a family firm that works through self-financing. "The group's secret is the efficiency of the Mars family," said Mr. Rigal.

Known basically for chocolates, the group is also in the agro-business, mainly in pet food. It is now the world's seventh agro-food company with a turnover of $14 billion.